Think about your last visit to the drug store, and do you remember seeing anything like this pharmaceutical packaging concept? Probably not. Branding certainly plays a roll in customers' decision-making in the medicinal aisles as well, but few clinical products are sold with truly eye-catching cartons.
Anne Kim's idea for the identity of three pain relief medications was to grab the attention of consumers as they navigate rows of pills and elixirs that they do not understand. Since general discomfort is such a common incentive to buy over-the-counter drugs, it is helpful that these cartons should stand out. Once the person has fixated on the bright red, blue and yellow boxes, illustrations clearly describe the precise type of relief that each option offers.